Reinventing Life After 50: Chris Exline’s Ukrainian Adventure

In this podcast episode, host Emily Bron interviews Chris Exline, an American businessman who, after decades of global business success, notably in Asia, chose to relocate to Kremenets, Ukraine, amidst the war. Exline shares his personal and professional journey of founding a furniture rental business in Ukraine alongside philanthropic efforts like donating thousands of mattresses to refugees and the military. 

The conversation delves into the significance of personal reinvention after 50, highlighting Exline’s motivations, the challenges faced in a war-torn country, and the profound impact of his work on the local community. The podcast illuminates the essence of finding purpose and freedom in later life stages, drawing from Exline’s experiences and the broader theme of contribution beyond retirement.

TIMESTAMP:

00:25 Unlocking Midlife Potential: The Age of Reinvention
02:24 Adapting to New Challenges: Business and Personal Growth in Ukraine
07:49 Building Connections and Trust in a New Culture
15:30 Innovating in Times of War: The Trident Military Mattress Cover
22:42 Expanding Business Horizons in Ukraine
29:04 Cultural Differences and Business Expansion in Ukraine
30:55 The American Spirit Abroad: Entrepreneurship and Community Impact
41:00 Supporting Ukraine’s Fight for Freedom
42:25 Reinvention and Purpose After 50
53:12 Engaging with the Younger Generation and Staying Active

Emily Bron: Do you know that professional and personal growth continues as we age? For many entrepreneurs, the golden age of implementing new business ideas starts after 50. And life presents a rare and exciting opportunities. This is the time when personal and professional growth can truly flourish, offering a new lease on life and a chance to make a significant impact.

Welcome to Age of Reinvention, the podcast that uncovers the untapped potential of midlife. I’m your host, Emily Braun, and today I have the privilege of introducing Chris Exline, a remarkable entrepreneur. Her story is a proof to the limitless possibilities of growth. His journey marked by courage, resilience, adaptability, creativity, and impactful business practices is a beacon of inspiration for all.

His entrepreneurial spirit knows no bounds, and Chris even ventured into a new country during the devastating war time to launch his business. Chris Exline has dedicated a significant portion of his career to business, crafting unique enterprise in Asia with its headquarters in Hong Kong. More than two years ago, amidst the turmoil of the war in Ukraine, he made a daring decision, relocating his operations to Ukraine.

This move was not without its challenges, but But Chris’s determination and resilience allowed him to overcome them and continue to lead his business from a new international location. Chris moved not to the capital, Kiev, but to the small city of Kremenets, which is in the Khmelnytsky District in Ukraine, and now leading his international business from this small place.

As we mature, our perception of the world and our role in it undergoes a profound transformation. It’s not that we are constantly pondering over it. Still, I believe that you experience living in Hong Kong, a vastly different environment from the businessmen, say, American businessmen developing business on the vast territory of the United States.

And your latest relocation, both in business and personal aspects, have significantly shaped your worldview and perception. What can you tell us

Chris Exline: about this? Come on, Emily, it’s always a blessing to talk with you. You were one of the first people I spoke with when we were, you know, Kicking this idea around a couple of years ago, and it’s it’s an honor to be on on this podcast.

So thank you for those of us that are over 50. And for those of us that are actually right on the doorstep of 60, as I when I started asking our teams about reconstruction and crane, what would that look like? How could we participate in that? Because we have unique skill sets. For from our times in Afghanistan, Sudan, Libya, Iraq, Djibouti, Madagascar, Libya, things like that, that we immediately started looking at how our furniture rental business could be a supporting contractor to the primary account.

And as I was, as we were going through all of this, I also remember my times in Iraq and Afghanistan, where people just came in and then left immediately thereafter. And Ukraine is considerably different than those in that it is a functioning country, but has a functioning government. And I just was basically saying, for those of you that know about Hong Kong, we’ve basically been in lockdown for two and a half years.

And I was telling our team, I said, you know what, if I can run this company, Across all of these countries and continents, from the 31st floor of a building in Hong Kong, then I can do it from Ukraine. And I said, I want my actions to be my statement. I don’t want to just fly in, start something, and then leave it.

And going through the complexities of opening up in Ukraine, there were probably maybe only 5 out of our 700 staff that Would be possibly capable of coming in and starting this and I just basically at one point said, well, I’m going to do it. I’m at this stage of my career. This is what I’m going to do.

And I was telling our people, if you, if I have a chance to make a difference, that’s a chance I have to take. And the more we started, the more we started getting into this, all of these different obelisks or states or provinces, as they’re called here. But there are states or provinces, as we refer to them in many of the other countries, started seeing these investment profiles and like everybody around the world, my visions in Ukraine were the gold domes of the Sophia Cathedral or cannons and guns in a wheat field or some horrible destruction of Mary.

And these small cities started coming around. Emily, they were like out of a Disney movie like castles and big churches and old history. And I was telling our people, I said, this is what I want our brand to be. I don’t wanna be just another expat, another foreign company opening up in ki. Well, I want to be a part of a small town where we can actually make a difference and have a much higher multiplier effect than we would give.

In our furniture rental business, mattresses are not the most important thing we have. And so with mattresses, they consume a tremendous amount of volume in the containers. Um, and so I said, are there any distressed or mattress factories in Ukraine that are in trouble? And so it was very looking around and I, that’s how I came across this little town of Kremenets.

And with Kremenets, it was, I went here, I toured the town, and reached out with the factory, and it’s been an amazing experience. And when I got here, Kremenets is a town of 20, 000 people, 40 percent unemployment, 3, 500 refugees, and most of the men are On the front lines, and I was meeting with the mayor and I said, and the city council, I said, do you need any mattresses?

Because we’re producing these mattresses in the factory and there’s not really retail distribution channels as you would have in North America. And I said, well, we don’t have the budget. We don’t, I said, no, no, we’ll donate. And that’s what engendered Rest Assured, where We started donating mattresses to the refugees, the internally displaced, the orphans, and now the military.

And so it’s all taken on a life of its own. As of today, we’ve delivered over 2, 000, over 4, 000 mattresses all across Ukraine.

Emily Bron: So it’s been impressive. And, uh, with All this, I’m still trying to understand your internal motives. Why? Because there are many businessmen in the world, and many, I might be less, who trying to do their best, who trying to play their role and walk the talk.

Uh, but not so many people would, uh, relocate, um, uh, to the country during the war time. Actually, without language, without local connections, which I believe you have now, but initially, without actually experience being in Eastern European country, which is slightly different even from Hong Kong you spent time before, how, well, first of all, how is your Ukrainian now, Ukrainian language, and what Teach to you actually to be in the center of all this activities on the ground.

Chris Exline: Yeah, let me first answer the question about why I came here and I think well, I actually, I don’t have to work. I’ve been very blessed throughout my career and worked very hard, super hard. I just, if I’ve got this opportunity to utilize and employ my skill sets and those that I’ve acquired in reconstruction and development and.

Investing and furniture rental because I think I have nine locations in Western Europe and so I’m sitting there going, I want to be able to do this. And for me, it was quite easy to sit there and go, If this is the last large action of my career and I can go in there and help this nation in any way I can Then that’s something I want to do and I as I started donating the mattresses.

I remember so many of the charities and especially in iraq and afghanistan would go in and just Round up the children have photos and I take go back to new york city or london Again, I want my actions to be my statement. I want to be here amongst these people because I think Wow As important as our monetary investment is, I think it’s an equally important investment that people know that I’m here better than most as a U.

S. citizen, I can leave any time I choose to be here and for the people in Kremenets, that’s quite inspiring that I keep coming back, that I keep being an active member of the community, being a leading corporate citizen. And that’s been one of the most gratifying things for me since starting this. Now, as to my Ukrainian, no, I know, what is it?

Torba, Dobry dey, Jopie you, and super. I think that’s it.

Emily Bron: Super. It’s a super.

Chris Exline: Yeah.

Emily Bron: It’s international. And despite you, I would say limited knowledge in Ukrainian and even Russian, which would help you in the situation. I found through the pictures, through the post you’re sharing, that you are really getting together with local people, who obviously don’t speak English, I believe, but, so there is something that probably shared by you or coming, through you, from you, which attract people to you.

And it’s not only actual help, but this is common work, common purpose. When I see, when I saw your smile, when you’re interacting with Ukrainian children in orphanage or in some meetings with local people, I see all the happiness and Actually open us to connect and actually you already connected with people, but I’m just wondering how you manage it with a limited language.

So what is working here?

Chris Exline: Connection through compassion. That everybody understands. And when people start asking if I’m learning Ukrainian, I basically say, no, I’m not. I don’t really have the time to learn Ukrainian. What is more important was more valuable that I spend time investing in building the businesses here or go through a personal enrichment exercise to learn Ukrainian.

Well, it’s amazing because I know you’ve got such a celebrated career and expatriate and relocation, but we’ve been the largest furniture rental company in a relocation for many years. What’s interesting here is how I’ve had to change my entire management style. Unlike when I started in Dubai, or Western Europe, or Hong Kong, Singapore, those places don’t speak English.

Um, here I can actually go the entire day. Often and not talk to anybody because no one speaks English. But what it does is it forces you to step out of a role of being like more of a salesperson And into a managerial role of setting standards. This is what we’ll do This is what we want to these are our procedures and processes And that has enabled us to have a very firm foundation on how to build a serious company even during this horrible time now with regards to You The compassion.

Ukrainians are very smart. They’re straight smart. And they’re highly intelligent people. They know if someone is trying to take advantage of them or not. And no better than most. The default position in this culture is they’re reluctant to trust anyone. Gaining the trust of Ukrainians is very difficult because it’s just the culture that you just don’t trust.

And I understand that. In fact, I was even told when you first go into a meeting with a Ukrainian business person, you never smile because if you smile at the first meeting, they think you’re up to something. And I said, let’s just, I’m not going to sit around and act like some tough guy with, in black clothes and a black name, but I’m just going to be who I am, sensitive to the culture.

But when you start doing these acts of compassion again and again, and they realize it’s not a one off. It’s not that I came in, found an orphanage, delivered a hundred mattresses. Where’s another one? Oh, there’s an elderly center. There’s another hundred mattresses. Every week we’re making these deliveries and not just in Kramenets or Chernobyl, we’re making them all across the nation.

And I have never once purposely, Emily, I’ve never asked a single person in this country for a grivna, for a dollar, for a favor. Every single mattress I’ve donated has been from me and my side. I’ve never asked for discounts. I’ve never asked for terms. I’ve always paid cash up front. I’ve always done this, but the only thing I’ve asked people to do is if they’re in a faraway place, I say you arrange the transportation.

If you want the mattresses, that’s fine. They’re all free, but you arrange the transportation. I will be there because I personally deliver every single mattress, whether it’s in Zaporizhia, Avdivka, Bakhmut, Akiv, wherever it is, I will deliver every personal mattress and we’ve been very blessed because our, What we’ve been doing has garnered a lot of regional and national publicity.

We have been, I’m very proud to say this, you don’t know the bullshit, right? No. It’s similar to, say, a Sir FedEx round in the United States. And they are so pleased with what we’re doing that they will actually arrange the shipments free of charge from our factory in Kremenets to wherever we’re going. So that I did accept.

But they see that we’re delivering a lot of these to not just foster homes that we’ve been doing a tremendous amount with the military and with military hospitals.

Emily Bron: Yes, I actually would like to comment to you and I believe that it’s a pivoting innovation from Your business side as well to creating this specific fabrics and specific special covers for the mattresses to be used on the front line in the hospitals.

It’s something new that you invented being recently in Ukraine.

Chris Exline: I did. Yes. And the reason I invented that is because if you’re an expatriate on the ground, That’s fast. We have to be more observant than most other people, because usually if we’re on a rotation, we have a limited amount of time to make an impact.

We know if it’s a two year or three year term, it takes about four or five, six months to get the lay of the land, the organization, our customers, stakeholders. Then we’ve got an opportunity to actually do the job. And then the last six months were winding down, getting ready for repatriation or whatever it is.

So we have to be as expats or as people that are managers of expats. You know, it’s my job to remove as many excuses as possible. And so coming here, being on the ground, when we started delivering mattresses to the troops, some of the commanders were telling us that they love the mattresses, but yet on the front, they were getting soiled very quickly.

Uh, that they were becoming wet. And it’s one of those things like, that’s so obvious. Why didn’t we think of that? And so as soon as that, that revelation came to me, I immediately went about to invent the Trident military mattress cover that could fit over our mattresses. And they can actually be used without a mattress, filling with leaves and straw and grass.

That type of innovation. For the hospitals, it was important that we came up with not just a plastic because it had to be something that was also soft to the skin for patients that have bandages that aren’t always in pajamas or hospital gowns. And we’re very proud of that product.

Emily Bron: And it’s good that you found the required materials, because I understand during the war, and I don’t know, maybe you found suppliers from other countries, but to find this special material and really so quickly to, to build all the work to produce it.

How long did it take from you, door to door, this line of business? Unbelievable. You know what it

Chris Exline: is? I usually don’t like to accept credit for things, but getting, and again, this is where as a senior executive, which I qualify, you’re in, and since I’m the sole shareholder, the only owner of Home Essentials, I’m able to clear away.

You know, all the constituencies, all the, Oh, we tried this back in 79 and it didn’t work, or we looked at our own focus on this, bum, bum, bum, bum, bum. This is a priority and we have gifted people that are working for us. Just some of the most amazing people I’ve been associated as the executive is it’s my job to focus when an issue comes up immediately assessing, is it a real issue?

Or is it something that should be just brushed away? If it’s a real issue, better find out what it is, identify, quantify, and then resolve it. And that’s what we were able to do. And yes, of course, sourcing, we have all the machines and the skilled personnel in the factory to do it. But findings, the necessary materials that allow it to be waterproof, yet breathable, soft to the touch, but not absorbent.

It was that’s why that’s why We we got a path,

Emily Bron: uh, by the way, who gets this idea to put together these mattresses picture done by children, uh, and i’ve seen one of the actual pictures you meddled with children Working on those pictures. I’m just laughing but I I think it’s really heartwarming For soldiers on the front line, and even for me, for everyone who sees such a nice, especially personal gift, I would say, for, for soldiers, for soldiers on the front line.

But it was your idea, because I cannot say that it’s a marketing innovation. It’s, it’s something else. Yes.

Chris Exline: That’s very kind of you. And again, When you’re on the ground and you’re observing things, then if you’ve had a, and the reason gray haired people like myself still have jobs is because we’re able to rely on our experience.

It was basically back in the end of May last year, and creminants had gone through a really, really tough time. So many people had paid the ultimate price. And, you know, friends of mine had this, Thing called Sabone’s Trust. They’re out of Scotland. They basically have this thing where they go around Ukraine delivering free pizzas.

And I was meeting with them in Lviv, and I just said, hey, how do we get you to Kremlinets? And so we arranged a day for them to come to Kremlinets. Then, uh, I said, we’re going to do And we may as well have a carnival affair where we have a father’s and family and father’s day celebration. And we had street vendors.

We had M and M people, minion people, face painters, music from the local academy and drawing. And so I said, if they’re going to be here, they, because the Ukrainian children are very artistic. They love to draw. And And I said, well, why don’t we set up these tables where they can create Father’s Day cards?

We had seen some of this when I had delivered to some of the orphans just because the orphans had given me cards. And I was like, wow, that’s very touching. No one’s ever, no one’s ever really given me a card. And, and then when I’m watching all of this unfold, I realized that the week after, 10 days after this event, I was actually going to be 20 miles, 20 kilometers from the Russian border on the front lines.

And I would also be visiting a military hospital in Kharkiv. And I would also be on the front lines of another place, south, southwest, southeast Kharkiv. And so, I said, why don’t we take some of these cards, And I will deliver them with the mattresses and the labels on those mattresses said they’re from the Grateful Children of Cremonites.

Emily off the charts. One of the most amazing things I did for a time, the soldiers, when they’re looking at these cards from this chart, they were touched, visibly touched. And it’s not anything I can invent. I just, I was just lucky enough, fortunate enough to be the one to deliver it. And the commander, I can send you the photo later.

I’m giving the commander all these cards. And he wells up, he goes, I’m from Mirkrim, and it just, I can’t explain it. They were just visibly touched and moved, and I was just blessed to be a part.

Emily Bron: As far as I understand, you are planning to extend in Ukraine. Business wise, I know that you pioneer in furniture rental business and you build such a network of, uh, stores, I believe, or it’s actually online purchase and stores in Asia, in Africa, in India, and, but war is still going on in Ukraine.

How you, how you planning to expand in Ukraine as of now, because you. ambitious plans to have many stores, I believe, till the end of 20. So it will be rental stores. Please just clarify how you see your future expansion,

Chris Exline: if I can say. Very fair question. We are the only furniture rental company in places like Spain, Portugal, Italy, France, and in Ukraine.

And our business in Ukraine, we have two locations now, I’ll have 25 by the end of 25. And again, I understand that since I’m the sole shareholder of Holden Essentials globally, I don’t have to answer questions to a board of directors or Lenders or private equity or shareholders. So I’ve got a lot more freedom than some of my friends in similar positions.

So the issue of insurance, I can just sit there and make that judgment call myself. We don’t have it. But what happened is once I got to prominence. My customers are your customers, IBM, Colgate, General Electric, DuPont, GlaxoSmithKline, Accenture, they’re sending expatriates to these different cities like Singapore, and they’ll rent furniture from us, DSPs and RSPs will be involved, and so we are primarily a furniture rental company for our customers.

Embassies and multinational expatriates. As of now, I’m really about the only expatriate, uh, in Crane. There’s a lot of government work, NGO work, and a foreign embassy work. When I opened up a store in Cremonets, it’s like a home essential store you’d find in Hong Kong or Barcelona. And what happens is the, it wasn’t doing as well as I’d hoped because the furniture has been expensive.

These people are at war and we’re doing more of a retail format than furniture rental. And again, because I’m on the ground, what happened was this one couple had come in, it was their third time and I was talking to them through the interpreter at Google Translate. And I said, man, may I help you? And he said, Oh, we love this bed and mattress.

I said, okay, great. And they go, we’re saving for it. I said, okay, we think that in October, November, we’ll have enough cash. It will come in and buy it. I just innocently said, how much can you afford per month? They looked shocked and they said, moving me. I said, no, just give me a number of how much you would like to pay per month.

And let me see. And they gave me a number. They said, I’ll tell you what, we’re going to deliver this bed mattress to you tomorrow. Shocked. And they go, what would we have to do? I said, no, there’s no banks because Ukrainians, especially in Western Ukraine and the older generation don’t trust the banks. I said, No interest, take this price, divide it by 12, that’s it.

No delivery fees, no hidden charges. Here’s the agreement, it’s two pages. It’s that simple. My gosh, they were excited. And since, since you have a personal connection with Ukraine, what happens three hours later? Guess who comes storming through that door? Their guard. In my day, we’ve helped over a hundred thousand expatriates.

I’ve had some angry customers as we all have And this woman scared me and she came in there and she started shaking that finger and she goes We know when an american came to town not i’m the only american in this whole region when an american came to town Something would happen somehow you were going to do something.

I said wait, what are you talking about? She goes my parents are on a pension. They only have this much and I said whoa You Wait, yeah, one. I don’t charge them anything until we deliver. I haven’t taken any money from them So if they want to cancel they can cancel two I you look if it’s one thousand if it’s twelve hundreds, they’re paying a hundred a month or whatever it is There’s no interest.

She’s well And you where’s the banks? I said I’m the bank. We don’t use banks and she looked and gave me a stern eye and she goes why would you do that? I think that’s that’s I said, inversely, may I get your name? And she goes, Olga. I said, Olga, this is, and this is a variant, a twist of what I do every single day around the world.

Whether it’s furniture rental or higher purchase or whatever, it’s the same basic model. That’s all I’m doing. We have a lot of furniture. We have a lot of inventory. We give it out to customers for a fraction of that each month. And since then, the word has spread and we’re filling a very vital role in the local marketplace.

One that no one else is doing. We’re the first company in Ukraine to offer 0 percent financing. And we don’t ask. We don’t ask. Any challenging questions. We’re not asking to see bank statements. We’re not calling up friends to see if they’re getting credit risk. We’re not wanting to see the deed or title to their homes or any of that stuff.

And Ellie, this is exactly the way the furniture rental business started in the 1960s in the USA. And I’ve been dusting off all of those business plans and going through and basically doing the same thing and it’s worked out very well. So we’re able to expand in Ukraine because we’ve got this model that if I was doing this in Kyiv, it would be totally different.

But here, I ain’t the same with many of these people and the world people in these small towns, they’re, they’re good people. They’re really good people, solid people. If I was to offer this in Kyiv, people would say, you’re going to give me a house of free furniture. And then I’m going to come in and pay you every month.

Yeah. Okay. Deliver tomorrow and then good luck finding me tomorrow. Your credit assessment, your risk profile and key would be quite a bit higher than is out here. There is a

Emily Bron: difference always between big cities, capital vibe and mentality and people in countryside. And I’m listening to you with great interest.

Because I lived in Ukraine. I’m not originally from Ukraine, but I lived in Western Ukraine, which is different in Dnipro. And I’ve been only like a tourist in a, in, in Western Ukraine. I lived in Eastern, more kind of Russian speaking, different mentality. And I’ve heard, I, I knew that there is a differences, uh, between people here and there, even because, uh, historical reasons.

They were a part of Poland, they were a part of Austro Hungarian Empire, last time under Soviet Union, all this impacted the generational, uh, I would say upbringing, but people itself, I personally found, and I was born in a small place in Moldova, which is a little bit south, yes, of Ukraine, and very often visited Ukraine in Soviet time.

Actually, it was one country. Even different than the borders were just on the map. I understand that many things changed since I left Soviet Union more than 30 years ago. And I am communicating with many Ukrainian people here. In Toronto, in Canada, in other places, but again, it’s a people who left country, they have different vibes, mostly young people, uh, educated people who all now it’s a refugee lately, which I’m involved as well.

But I’m very interested in your experience meeting with people on the ground, I say, such as small but middle sized people. City ate and I read, there’s an article actually you prompted me year ago to read in Wikipedia about this city and about this region and what I was thinking. Actually listening to you now that for me and I believe for Ukrainian people, specifically from Western Ukraine, you represent the best.

American people. When there are different conversation now, and I’m listening to different podcasts and news, and there are some, I would say different opinions about Ukraine coming from United States. We belong to one generation, I believe. And with all our differences in upbringing and education. And some people are lost, especially young people.

There is one thing that the young generation actually lost. They don’t appreciate what good countries they are living. They don’t know, don’t appreciate American history. And actually what America as a state achieved. I’m really happy that you bring this, this American spirit and not speaking about entrepreneurship only about personal courage about really passion that you bring and communicating with people again without language.

I believe you have some translators because I cannot imagine how you can. Manage this business development machinery and all this and I hope I know that local government supporting you and I’m very happy. It’s what needs to be done. And again, I’m personally really touched every time I see your new post in LinkedIn.

And with all what you’re doing, I mean, again, coming to the question I’ve had, uh, uh, from the beginning, because I don’t know if you remember, I told you it wasn’t a year ago that after a year living in Ukraine, you will be different person.

Chris Exline: And I am. And I guess how I can answer some of this, one, I appreciate the compliments.

I don’t believe that I’m representing America or the best of America or anything like that. And that’s not my motivation. But what I will tell you is that at the end of my career, at the end of my life, at some point I will be accountable. Okay. And I’ve been given a tremendous amount. Do I want the end of my life to me be sitting at home with my family and on a rooftop about penthouse in Hong Kong where we live and talking about photos of when I was in Ukraine, how dangerous it was, if I’ve actually been given this, the skills, these talents, the, this abundance, and I just hoard it all for myself.

What good is that? If I have a chance to make a difference, that’s a chance I have to take. And so, that’s my primary motivation. Now, I realize that there are a lot of people that would probably like to do that. And they don’t. And they can’t. Whether it’s family commitments, job commitments, all those things.

I never compare myself with anyone else because we’re all on our own journey, Emily. We all have to make our own decisions. We all have an ability to influence and impact within the constraints that our lives impose. And so, if I am so blessed To have this ability, this freedom to do it, then that’s what I’m doing.

And it’s not about, Oh, look at what I’m doing. Why where’s everybody else? Everybody else’s is up to them, but this is how I feel my life. And I’ve been very blessed to do it. And I’ll meet me, but it was a big city. I’ve been there many times supplying the hospitals, but, but. In rural Ukraine, these are, these are just really good people and they need hope just as much as everybody else does.

And so that’s one of the things to answer your earlier question. That shines through. They know that I’m here. I’ll tell you a funny story. One of the things that people still can’t believe is they go, I, and since you’re from Moldova and you’ve lived, you’ve been in Western Ukraine, there’s a tremendous amount, a number of street dogs.

And I make it a point every day to feed the street dogs. And I don’t just feed them, I go to the butcher, and I get good quality meat, and I go out and I find the street, and the street dogs I’ll find me, but, and I’ll sit down and I’ll feed those street dogs. Because what is someone supposed to do? Go around to these dogs and pet them and say, God bless you, and then what’s going to happen?

Someone else is going to feed them? I mean, these dogs need food, need attention, just like everybody else. What kind of person am I if I go around just talking and saying all these beautiful, pretty words and don’t take care of the dogs or don’t take care of the people or don’t spend time with the orphans?

Don’t spend time with the elderly. If you’ve reached in his business leaders, if If you’ve reached a certain level, and then I tell our teams that our business needs to be like two wheels on a rail track. One is generating profits, generating revenue, operating a successful business, so that provides cash flow, so that we can then redeploy some of that cash back into the communities.

We need to be active in our community. And like I said, this is better than most. Ukrainians are very smart. Okay, they know what’s happened and if they perceive that I am just here for a limited amount of time, building a big company only for me, what does that say that that’s not the best of America, but America is known for in a lot of circles, American companies coming in, taking up the market share, talking about one thing and then doing the other, but here and also one quick point that I have not asked the local governments anywhere for anything.

I believe that is 100 percent wrong, 1000 percent wrong, that a company of our size would go in and ask any of these local governments for concessions. Under no circumstances, these governments are all strained. These governments, they don’t have the money to do this. They don’t have the money to give the refugees mattresses.

And I’m not weighing in asking for tax breaks or concessions of any kind. One of the things that I think when you’re spent mentioning the younger generation, where I was a degree in history, my Chinese history probably isn’t as applicable as me growing up as an American, but I think it’s 47 years ago, there were some of the most enlightened men that ever walked the face of this planet, were told that you’re stupid, you’re peasants, you’re farmers, you’re not sophisticated, you’re backwards, and they said, no, we’re just as smart as you, we’re people, we have the same rights as you, and they were told, no, just be quiet, pay your taxes and do this.

So they decided to make a declaration of it and they went against the world’s superpower and a, a, a country infinitely more advanced than they militarily and they prevailed. And through that, uh, prevailing, they came up with the Constitution in our Bill of Rights. I see the exact same scenario in Ukraine today.

Ukrainians in 2003 and made a unequivocal. No go back choice to go with democracy, freedom of assembly, freedom of religion, freedom of the press, freedom of speech, freedom to determine their own life, and freedom of acquaintance, orientation, and all this. They’re now paying the price for those freedoms.

And nothing against Czechoslovakia, Hungary, Poland, Latvia, Lithuania, Estonia. When they received their freedom in 89 and 91, they didn’t die for it. Now, they, they’d sacrifice, don’t get me wrong, Ukrainians are dying for their freedom. They’re having to, like Israel, wake up every morning and having to defend their right to, why isn’t America, the best of America, would be that Americans are coming out here to support, that America is out here supporting a country That is going through the exact same foundational building that the United States went.

And one of the most inspiring things that I’ve seen since coming out is the role of civil society. And most Americans don’t know what civil society is. Isn’t that, that’s fine. It’s like, what was it, probably about six months ago, when we first started doing deliveries to the military. I had one person write in Singapore, I think you’re a fraud.

And you’ll always get some shaming stuff for people online saying that it’s like, you’re not delivering matches to the military. They already have huge budgets to do all that. And I just basically told this guy who’s in Singapore, by the way, I said, why don’t you come out here and see for yourself? This isn’t the Pentagon.

Okay. This military doesn’t even have enough money. To make sure it’s paying its troops, getting the munitions to the front line. When these soldiers need t shirts and socks and batteries, they’re sending messages back to their villages. And those people are gathering up those supplies and sending them to the front.

That is, is crucial and critical for this country winning this war as anything. Civil society playing. And, and again, that’s exactly what happened during the American Revolution, the Continental Congress providing General Washington, the money in arms that he needed, they were the people in the, in the rural areas, not in Boston and New York and Worcester and Second, and Hartford and, and those small towns giving the, the continental Army.

General Washington’s troops, the supplies and the food that they needed to survive. And that’s what I’m seeing happening here. And that’s what’s been most inspiring.

Emily Bron: Did you spend some time, uh, back then when you developed your business in Kabul, in Afghanistan, in Iraq? Like did it happen that you spent time with locals, how it’s now with Ukraine?

Chris Exline: No, I was in, it was in Baghdad and Kabul quite often. That was a different dynamic all together. One of. We were seen as assisting occupiers. Okay. Now, while many people were grateful that you, uh, us and coalition troops were there, there were sizable constituencies that were not, and, and our movements were somewhat, especially in Iraq, limited after October, 2003, when the uprising started and there are customers were limited to, You’re not foreign companies, foreign governments, or the U.

S. government, or those types of things. So, you didn’t have really the chance to interact. There was no way that I could have lived in a small town in Afghanistan or Iraq during that time. And here, it’s a totally different thing. And also, I’m able to come in, Before the cessation of hostility in Iraq and Afghanistan, we had to go in on the back of coalition forces.

Emily Bron: Tell me please, you mentioned several times in your latest, uh, interview from the ground, as they say, that you will be in Ukraine as long as it takes. Yes. Do you see yourself leaving in Ukraine for next couple of years?

Chris Exline: I do. I have no reason to go anywhere else. My family’s still in Hong Kong. And it’s, and so we still have a house in Hong Kong, we still have a residence in Madrid.

I’m going, yeah, there’s no reason for me to go anywhere else. I want this to be the last big thing of my career. We believe that with changes on, but we believe that this is a five to six, eight year plan. Eight year

Emily Bron: plan. I believe that it will be really. Many years needed to reconstruct Ukraine or to build infrastructure, which was destroyed by war and actually to build it better than it was.

And when you say about the last chapter of your career, I don’t think about you in these terms. And even my new topic is the age of reinvention. And how to find freedom and purpose being after 50, I will not ask you for soul searching in this direction because you actually a life example presentation, how it’s possible and realistically you living this life of freedom of your choice, freedom to move where you feel it’s better, where actually your soul and business, uh, My intuition is going and you don’t need to find purpose because you have it and you have it for years.

Uh, again, the reason I started to think about this topic, because as I see, look around, I understand, first of all, some baby boomer, younger generation going to retire or already retire. Yes, and still active and young and having professional skills which can be utilized. And from other side, there will be pretty many professions soon to be displaced by AI tools.

Let’s it’s how I see not all but many of them. So it will be enough people active. I care more about 50 plus who would be looking how to reinvent and what to do a life for the next 20, 30, 40, 50 years. years. So what do you advise for these people?

Chris Exline: Two years ago, I would have never thought I’d be sitting in Feminist Ukraine talking to you.

Um, because even then that was mid March. So we were basically not even a month into the conflict. And let me be honest. I’ve gone through tragedy. I’ve gone through near collapse. I’ve gone through business reversals and setbacks. I’ve made a lot of money and I’ve lost a lot. It’s not like Bill Gates where I’m just on a solid upward trajectory.

And I think that for those of us that are this age, we have to realize that we’ve gained a lot of experiences. As for AI taking us out or something like that, I can’t comment on that. I don’t think AI is going to be opening up furniture stores or replacing furniture in world Ukraine anytime soon, but so I’m insulated on that.

But what I’m getting at is you need to be prepared for opportunities. When they arise, it’s I think you would admit what I’m doing is extremely unique, but it’s unique to me because even my father used to be the CEO of a retailer in the United States, I would go on store tours with him in the in the early seventies.

And seeing those towns and he grew up in a small town. Even though I grew up in a, a very privileged big town, I learned respect of those people. I relearn how they are different yet the same. We can all be Americans, but they act and think differently and oftentimes they act and think a lot more integrity and ethics than people in in, in my own suburbs did.

I’m blessed that the sum of all of my experiences. enabled me to see through the eyes of those experiences what I could do here. So yeah, is this the last thing of my career? I don’t know, but I’m sure happy that I’m here now and I have no desire to do it, do anything else. And I’m not burdened by saying, oh, I’ve got like a two year window or a one year window or something like that.

No, I’m here for as long as it takes. I can do it. We don’t have, like I said, shareholders or equity or lenders breathing down my neck saying, Hey, you missed your plan. Where’s your revenue targets? Justifiable questions for sure. But I can make sure that we build a damn good business here. One that’s profitable, one that is expansion, one that is cash flow positive, one that benefits our communities, and one that is a tool to give back.

And so again, for people our age. Look for a purpose, look for those experiences that you had in the past that are the most pleasing to you and keep the eyes open for the potential opportunities that may arise when they do because you just don’t know.

Emily Bron: Thank you very much. I really appreciate your time.

And there is one question, which is obviously not about you. And they hope not about me, but which the final question that I’m asking each of my guests, because I’m developing this topic after 50 and some people around 60 considering themselves or afraid. To be old, all this industry of rejuvenation and it’s all okay, but my question is, in your opinion, when and what age person became old and actually what is defined to be old and what might show people to be active and young for the long years to come?

Chris Exline: I’m asked that question a lot. Especially at this age, and my family knows it, I actually don’t really think about retirement. Moses led Israel at the age of 80. Caleb took a hill at the age of 85. Abraham was 75, 80 years old when he left his hometown. Sam Walton was 45 when he founded Walmart. In Asia we say age is just a number, and that’s convenient.

Obviously, I am older. I’m not like I was when I was in my early 20s where I could retire. I can work two, three days straight without sleeping, but you have to have a passion and it doesn’t have to be a red hot passion or Joan of Arc type passion, but you need to have something that engages you. And the minute you’re not engaged, then you’re retired.

And I believe the minute you’re not engaged, that’s when the aging process begins to accelerate. And, and I also think that there’s something. Where we have to reconcile as alluring as it would be to wake up in the mornings and go to the country club and play golf or tennis. I’m not saying anything against people that do that, but I just don’t want to do that.

I don’t see that the Bible ever talks of, there’s only one place in the Bible that it talks about retirement. And that’s in second Samuel 19 when Barzillai is invited by King David to go back to Jerusalem. I’m And he says, no, I’m old. I’d just rather stay here and die. And so in my belief system, there really isn’t a talk about again, you have an ability to give back and golly, I can’t give back on a golf course.

I can’t give back having gin and tonics with friends on the roof. I can, but it’s just, you’ve got an ability to have a positive impact on the lives of others. And yes, Emery, like you said, I’m a changed person. Am I changed because of Ukraine? No. Am I changed because I’m a great guy? Absolutely not. I’m changed because for the first time in my career, or since I got started, I can see firsthand how what I’m doing is benefiting those around me.

And again, that’s because I’m in a small town. If I was in Kiev, working in one building, leading teams, what’s the difference between Kiev, Madrid, Hong Kong, Chicago? They’re all similar. Here, you sit around and you see these people, and what you’re doing is making a difference. And yes, I engenders not only goodwill was in the community, but it makes me feel good about myself as well.

I think that for those of us that are at this age, we have a lot to give back that AI cannot console and talk to people and offer collaborative consultation like what you’re doing, bringing these threads together, seeing what are the common denominators that drive people after 50 to still want to Make a difference in my budget, how much you’re going to be able to spend each month through retirement.

Emily Bron: Pretty much I can only add from my side for this question that be curious, continue to be curious, continue to learn new skills, languages, even you will not be perfect, obviously, but try to give food for soul and mind. Being in any age and I think you will be young enough because it’s actually to distinguish young people from, um, uh, old and by the way, retirement for me in my definition of what I’m looking at.

It’s the best chapter of the life, should be. It’s a time when, by major standard, you already raise your family, you already get to maturity, spiritual and professional, and you have less responsibilities. Even it’s different, there is some elderly parents for some of us, children, young children, but it’s a time when you’re really have freedom to do what you can to utilize when I don’t like this or your knowledge and experience and to find freedom in doing it because you do it because you feel that it needs to be done like you did before and learning new skills as I’m learning now casting and trying to actually you Invite guests like you.

There’s not so many like you, but it’s a real stories of people who made it and continue to work being after 50, 60, 70. I believe it’s all in reality. It’s what we need just to find the purpose. And work sometimes hard toward it and we are always

Chris Exline: young and active. And to that point, Emily, while I’m not learning Ukrainian, the local college has asked me to co teach class at the local college.

On English literature and English, uh, language skills, which I gladly do. And then that gives me an opportunity to interact with 20 year olds and you’ll understand the nuances on what they’re thinking and how they perceive things and see things. And it also gives them a glimpse to ask me questions. And I, because at my age, I want to make sure that I’m approachable.

And so I’ve learned a lot from them and co teaching.

Emily Bron: Thank you very much for your time. Thank you, Chris. And today I was together with Chris Exline. Please remember this name and story. Thank you.

Chris Exline: Thank you, Emily. Have a great evening. Chris

Emily Bron: Exline is a life testament to the idea that midlife can be a time of grand new projects.

and personal reinvention for ourselves and communities we serve. Thank you, Chris, for sharing your incredible story and insights with us. And for our listeners out there, considering their next big move, whether it’s a new career, new country, or both, remember, Like Chris, your action can be your boldest statement.

If you’re curious to learn more, reach out or visit our website, emilybrown. com slash podcast, subscribe to the Age of Reinvention podcast on your preferable platform. Until next time, keep exploring those new horizons.

Chris Exline

CEO at Home Essentials

Pioneering the Furniture Rental Business, Home Essentials has expanded to 21 countries across Asia, India, the Middle East, Europe, and Africa.

Home Essentials also acts as an Asian Buying Office for multiple clients who want to leverage the production capacity of Asian manufacturing but cannot always maintain a presence there. As the world’s only fully integrated supply chain company, we handle the production, qc, shipping, and installation. 

Specialties: Furniture Rental, Contract Furnishings, Asian Procurement, Franchising, Product Manufacturing, Home Decor Items

American Entrepreneur’s Journey: Impacting Lives in War-torn Ukraine

In the heart of our latest podcast episode, we explore the intriguing journey of Chris Exline, an American entrepreneur whose story is not just about business acumen but also about finding a new purpose after age 50. Hosted by Emily Bron, “Age of Reinvention” delves into the lives of individuals who have courageously transformed their personal and professional paths. Today, we bring you a captivating narrative that intertwines freedom, entrepreneurship, and altruism, showcasing Chris’s remarkable reinvention amidst war-torn Ukraine.

A Leap Into the Unknown:

Chris Exline’s venture into Ukraine was not your typical business expansion. Raised and educated in the United States, Chris spent years developing a unique business in Asia, with its headquarters in Hong Kong. However, the onset of the war in Ukraine prompted a significant shift in his life and work. Unlike many who would have chosen the safety and familiarity of their homeland or the bustling, cosmopolitan capital cities of the world, Chris headed to Kremenets—a small town in the Khmelnytsky District of Ukraine. This move was not just a change in his business address but a transformative step towards personal development and contribution to a place rendered vulnerable by conflict.

Building Bridges and Mattresses:

Chris’s journey in Ukraine is profoundly intertwined with acts of kindness, innovation, and local engagement. He narrates how his furniture rental business, known for supporting reconstruction efforts in Afghanistan and Iraq, founded a new mission in Ukraine. By focusing on practical needs such as mattresses, Chris and his team have delivered over four thousand mattresses across the country, supporting refugees, the displaced, orphans, and the military. This initiative, “Rest Assured,” goes beyond business—it’s a testament to the power of humanitarian aid and community service.

Moreover, Chris’s adaptation to the new landscape is awe-inspiring. From battling bureaucratic hurdles to navigating cultural nuances and language barriers, his story is about resilience, courage and empathy. He shares insights into how compassion and a willingness to make a difference can overcome linguistic challenges and cultural disparities. Chris’s endeavours extend beyond business—creating a social impact, which is evident in his interaction with local people and communities, personally delivering mattresses, and engaging with small towns’ unique needs and potentials.

A Message of Hope and Reinvention:

Emily and Chris’s conversation transcends the narrative of a successful business pivot. It serves as a powerful reminder of the potential for reinvention at any stage of life. Chris embodies the spirit of looking beyond the horizon, seeking personal growth and making a meaningful impact on society. His story is a clarion call, highlighting that redefining your path or making a significant contribution to the world is always possible.

Chris’s journey symbolizes a broader narrative about the joys and challenges of seeking new purposes later in life. It encourages others to consider how they can contribute to the world uniquely and positively.

Conclusion:

As our conversation with Chris Exline concludes, we are left with more than just a story of business success or individual courage. Regardless of age, we find inspiration for our pursuits and a reminder that our actions, fueled by compassion and determination, can make a difference. Chris hasn’t just reinvented his career and forged a path that exemplifies how reinvention can lead to profound societal contributions, making his narrative a beacon of hope and possibility for many.